Choice Hotels reveals next milestone for flagship brand: The Comfort Rise & Shine Prototype
Rockville, Maryland - 26 March 2021 - Choice Hotels International unveiled the new Comfort Rise & Shine prototype as the next milestone for its flagship, upper midscale brand. The prototype celebrates the successes of the iconic brand as Comfort marks its 40th anniversary this year, and positions the brand for continued performance and system growth. The first new construction Rise & Shine prototype hotels are expected to open in 2023.
The new Comfort Rise & Shine prototype builds on the features that have made the brand a long-time favorite of developers in the upper midscale segment including:
- An efficient footprint: With reduced square footage, the Rise & Shine prototype delivers elevated fit and finish while maintaining Comfort's efficient, cost-effective operating advantage.
- Innovative functionality: From a welcoming outdoor porch to an innovative new flex room that easily transforms from additional breakfast space to meeting and event space, the new prototype offers versatile spaces that can create additional revenue opportunities.
- Flexible and fresh design: Backed by extensive consumer research and developer feedback, the Rise & Shine design package comes in three color schemes, allowing developers to customize their choice to fit the needs of their local market, all while retaining the warm and welcoming personality for which Comfort is known. Developers can choose among the following:
- City – bold yet approachable with rich wood tones and an energized color palette.
- Sea – calm and soothing with muted colors and light wood tones.
- Sun – vibrant and cheerful with a relaxed yet optimistic feel.
The new prototype was designed in response to evolving guest needs with tailored spaces for travelers to relax, work, sleep and get ready for their day. New and existing elements of the design combine to maintain connective threads to the best of the current offering, while adapting to meet the changing needs of today's traveler. Some of these updates include:
- Outdoor patios anchored by an indoor/outdoor fireplace, designed to give guests a warm welcome and make them feel at home.
- Open, airy and active public spaces with high ceilings and floor-to-ceiling windows to maximize natural lighting.
- A multi-purpose flex room that seamlessly converts to serve a variety of uses.
- Guestrooms featuring upgraded fixtures and furniture, including semi-open closets and new "on the go" stations at the door.
- Functional yet uplifting lighting throughout the prototype including the front desk welcome wall, public space millwork shelving, exclusive up-lighting on the guest room headboard wall and media panel and on the prototype exterior.
Comfort has more than 1,600 hotels coast to coast in the U.S. and a pipeline of nearly 300 properties, about 80% of which are new construction. Choice Hotels listened closely to guests and owners when developing the new Comfort Rise & Shine prototype, and it has already received enthusiastic reviews from existing Comfort franchisees, who are eager to invest in the future of Choice Hotels' flagship brand.
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